April 11, 2009

Free > Discount > Full Price

Of course, the spirit of the article isn't to instruct us to give everything away.

But at some point, we have to stop the marketing hype that suggests we can solve all of our problems by giving the customer something for nothing. Multichannel Forensics work continually shows that customers move from full price to discounts to freebies ... they don't move the other direction nearly as fast.

No comments:

Post a Comment

Kevin Hillstrom, President, MineThatData

Kevin is President of MineThatData, a consultancy that helps CEOs understand the complex relationship between Customers, Advertising, Products, Brands, and Channels. Kevin supports a diverse set of clients, including internet startups, thirty million dollar catalog merchants, international brands, and billion dollar multichannel retailers. Kevin is frequently quoted in the mainstream media, including the New York Times, Boston Globe, and Forbes Magazine.

Prior to founding MineThatData, Kevin held various roles at leading multichannel brands, including Vice President of Database Marketing at Nordstrom, Director of Circulation at Eddie Bauer, and Manager of Analytical Services at Lands' End.

FAQ For Vendors / Content Providers

1 - I do not accept advertising on this blog.

2 - I do not accept unsolicited content, including interviews, press releases, podcasts, discussions, posts, or other associated content promoting your products, services, or events. This blog is designed to promote my products, services, and content.

3 - As a continuation of (2), I do not accept guest blog posts, regardless of your situation. And I will not link to your blog post or white paper.

4 - I do not exchange links. In fact, I no longer publish reciprocal links to other websites.